A dozen Daves?
Yes, I know 12 Daves. Unless you know something more about each Dave, they are all just … Dave.
The Dave above is Dave the evil genius from Penguins of Madagascar. So we could call him Evil Dave and we would know who we meant?
The other Daves:
Big Dave – Ironic
Little Dave – Ironic
Tall Dave – He is tall
Dav-id (He doesn’t like being called Dave)
South African Dave
Deaf Dave – Also known as Lovejoy
And of course my Uncle Dave
What we have done there is a very basic exercise in differentiation. Each Dave has something else. Each one now has a role and you can focus on what makes each different.
Of course we haven’t gone anything further than a name just here. To truly make a difference, you need to own that difference. A name, or a strapline, doesn’t do that.
More next time …